Alphabet, Google’s parent company, announced this Thursday (19) a new strategic partnership with Sea, a Southeast Asian technology conglomerate and owner of Shopee. The agreement provides for the development of artificial intelligence tools for the company’s e-commerce and gaming products.
As part of the initiative, companies will explore creating a shopping prototype with AI agents within Shopee. The idea is to bring a payment experience that allows automation in the stages of the purchase process, including the completion of transactions.
Leaving e-commerce, Garena, Sea’s gaming division (responsible for games such as Free Fire and Call of Duty: Mobile), will also start using Google’s artificial intelligence solutions to improve players’ experience and increase productivity in the development and operation of its titles.
“AI is the next big technological revolution and we believe it has enormous potential to positively transform our business and create value in our markets,” announced Sea CEO Forrest Li.
Sea’s financial services arm, called Monee, will also collaborate with Google on the open and shared agent payments protocol (Agent Payments Protocol – AP2), with the intention of exploring a pilot project of an agent-based payment experience on its platforms.
This is not the first partnership between Sea and Google, as the companies had already collaborated on the integration between the YouTube Shopping affiliate program and Shopee in 2024. Initially, the initiative was launched in Southeast Asia, reaching Brazil in 2025 with the expansion of YouTube Shopping in the country in partnership not only with Shopee, but also with Mercado Livre.
Continues after advertising
The integration allows content creators to tag products in long videos, live broadcasts, posts and Shorts (YouTube’s short video platform), allowing users to purchase products advertised through links directed to e-commerce platforms.
At the time of the launch in the country, Fábio Coelho, president of Google Brazil, said that the objective was to bring product discovery closer to the moment of purchase, in multiple formats and devices, including connected TV, which is already part of the habit of millions of Brazilians, according to the executive.
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